Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry
Purpose – The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands. De...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-02-01
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| Series: | European Journal of Management and Business Economics |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/EJMBE-04-2020-0084/full/pdf |